Rasna International is witnessing strong growth driven by rising demand in smaller towns, early summer consumption and the rapid rise of quick commerce, according to chairman Piruz Khambatta, who said metro markets are showing signs of saturation in the mass beverage category.
Khambatta said consumption of beverage concentrates is increasingly shifting toward semi-urban and rural markets, with states such as Bihar, Jharkhand and regions in the North-East emerging as key growth drivers, while large cities like Mumbai and Bengaluru are becoming more mature markets.
The company is targeting 15–20% growth this year, supported by seasonal demand, deeper rural penetration and a stronger digital strategy. Rasna continues to hold over 70% share in the beverage concentrate segment, with low-unit packs helping drive volumes in price-sensitive markets.
He noted that consumer preferences are also evolving, with higher-income urban consumers moving toward ready-to-drink beverages, while concentrates are gaining popularity in smaller towns due to affordability.
Quick commerce is becoming an important sales channel, taking share from modern retail as more consumers prefer instant delivery. Rasna has partnered with multiple quick-commerce platforms and is also expanding direct retailer access through a B2B app in collaboration with the Confederation of All India Traders, covering about 30,000 outlets.
The company is also increasing its digital-first marketing approach, linking online campaigns directly to e-commerce platforms to drive faster conversions. As part of its summer push, Rasna has reintroduced promotional collectables bundled with larger packs to boost engagement among younger consumers.
Despite higher promotional spending, the company has largely maintained price points such as ₹2, ₹5 and ₹10 packs, with margins staying in the 16–18% range. Khambatta added that weather remains a key risk for the summer-driven category, but early heat conditions this year have supported strong demand, helping the company stay on track for double-digit growth.